Page Page 2 18
Text References
PagePage 19 3
Bibliography
(Vogue, 2007), (Michael, Souzan, 2011), (Frankel, Susannah, 2011), (Guzman, Jimmy, 2013), (Madrid, Elle, 2012), (Lipke, David, 2013), (Karmali, Sarah, 2013), (Mower, Sarah, 2009),(Binkley, Christina, 2013)
Content Image References
Online Discussion Forum/Blog
Vogue, (2007), Rick Owens Weeps, Balmain Flashes, Balenciaga Runs (OnStyle Notebook), available (In order of appearance) at URL: http://blogs.wsj.com/speakeasy/2013/09/26/rick-owFront & back page. ens-weeps-balmain-flashes-balenciaga-runs/. Models present creations by US designer, available at - At: URL: http://www.gettyimages.co.uk/de- Date last accessed – 16/01/2014
Perceptual Map: 12
Mood Board: 10-11
Acheivments: 13
tail/news-photo/models-present-creations-by-us-designer-rick-owens-during-news-photo/109887633 Page 2. The Brand, Past & Present: 3-4http://vk.com/owenscorp Rick Owens Portrait, available at URL: Rick Owens 2012 spring/summer collection, available at URL: http://hypebeast.com/2011/6/rick-owens-2012-springsummer-collection Rick Owens, Rick Owens, Womens, Spring/Summer 2014,Overview: available at5URL: Rick Owens http://le-21eme.com/rick-owens-springsummer-2014-paris-22/ Black and white,Eiffel tower,Europe,Paris,Photography,Window, available at URL: http://www.picship.com/pic-66070.html Models present creations by US designer, available at URL: http://www.gettyimages.co.uk/detail/news-photo/models-present-creations-by-us-designer-rick-owens-during-news-photo/109887633 Page 4 & 5 Paris Fashion Week: 8 at URL: http://chopshopnat.blogspot.co.uk/2011/01/making-of-low-poInfluences: 6-7 Black leather texture, available ly.html Rick Owens Portrait by Andreas Sjodin, available at URL: http://catwalkyourself.com/fashion-biographies/rick-owens/ Page 6 & 7 Catwalk, Women, Codie Young, Maja Salamon, Santa Urbane, Steffi Soede, available at URL: http://le-21eme.com/rick-owens-springsummer-2013-paris-2/ Iggy pop, blah, blah, blah album, available at URL: http://coolalbumreview.com/?cat=66 Alice cooper, bed of nails/I’m your gun, available at URL: http://www.cdandlp.com/item/2/0-110407-0-3-0/115480951/alice-cooper-bed-of-nails-i'm-your-gun.html Page 8 & 9 rick Owens at Paris fashion week sping/summer 2014, available at URL: http://www.superior-mag.com/web/online-magazine-paris-fashion-week-spring-summer-2014-review/ Collaboration: 9 Adidad AG Logo, available at URL: http://logos.wikia.com/wiki/Adidas Upcoming Rick Owens x adidas colorways, available at URL: http://theshoegame.com/articles/tag/adidas-rick-owens-shoes Page 13 & 14 Rick Owens Furniture @ Sebastian + Barquet Gallery London, available at URL: http://hypebeast.com/2009/9/rick-owens-furniture-sebastian-barquet-gallery-london Rick Owens and Michele Lamy, available ay URL: http://totokaelo.com/blog/2012/Rick-Owens-and-Michele-Lamy Idea: 14-17at URL: http://www.gettyimages.co.uk/decatwalk, Models present creations byThe USBright designer, available tail/news-photo/models-present-creations-by-us-designer-rick-owens-during-news-photo/109887633 models' wind-swept hair, available at URL: http://www.wallpaper.com/fashion/fashionweeks/2013/aw/womens/paris#77121
Michael, Souzan, (2011), From Exploding Bomb Handbags to Horned Headbands, available at URL: http://www.trendhunter.com/slideshow/rick-owens-outfits Date last accessed – 22/01/2014 Frankel, Susannah, (2011), Rick Owens: The prince of dark design, available at URL: http://www.independent.co.uk/life-style/fashion/features/rick-owens-the-prince-of-dark-design-2250838.html Date last accessed – 16/01/2014
The
Guzman, Jimmy, (2013), Rick Owens plans to open new nightclub in London, available at URL: http://www.examiner.com/article/rick-owens-to-open-new-nightclub-london fashion industry is such a competitive world, where uncountable Date last accessed – 22/01/2014 brand names and designer labels are consistently battling against each other to be
...
the best in their field. So what makes a brand stand out above any other?
Madrid, Elle, (2012), “THE BIBLE OF FASHION ", available at URL: http://www.societyMost importantly why are these methods so effective toast.com/2012/01/the-bible-of-fashion-elle-madrid/ Date last accessed – 22/01/2014 Lipke, David, (2013), Rick Owens Collaborates With Adidas, available at URL: http://www.wwd.com/markets-news/intimates-activewear/owens-goes-running-with-adidas-6983364http://www.wwd.com/markets-news/intimates-activewear/ owens-goes-running-with-adidas-6983364 Date last accessed – 16/01/2014 Karmali, Sarah, (2013), THE SHOW WE'RE ALL TALKING ABOUT, available at URL: http://www.harpersbazaar.co.uk/latest-news/rick-owens-paris-fashion-week-show-dancing-video Date last accessed – 22/01/2014 Mower, Sarah, (2009), Le freak, c'est chic, available at URL: http://www.theguardian.com/lifeandstyle/2009/may/10/fashion-designer-rick-owens Date last accessed – 16/01/2014 Binkley, Christina, (2013), Rick Owens Weeps, Balmain Flashes, Balenciaga Runs (OnStyle Notebook), available at URL: http://blogs.wsj.com/speakeasy/2013/09/26/rick-owens-weeps-balmain-flashes-balenciaga-runs/ Date last accessed – 16/01/2014
Page 16
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Page 4
T
he brand was founded in 1994 when Owens’ collection was gratefully bought up by L.A retailer Charles Gallay who progressed Owens’ work. Which later featured in high end department stores such as Maxfield, Henri Bendal, and Barneys New York by 2000 (Vogue, 2007). Owens then left L.A and moved to Paris in 2002 selling his labels to different types of potential consumers. Soon after Kate Moss was featured wearing one of Owens’ signature leather jackets in Vogue Paris (Michael, Souzan, 2011). From this he gained further recognition of his work and had interest from American Vogue’s Anna Wintour, who went on to sponsor his first runway show in New York. (Frankel, Susannah, 2011). In just 19 years these main factors have all been great leading contributions to Owens’ brand success and credibility.
SHADOWS
It
is a brand that stands for nothing less than quality and individuality. Many brands create a false exterior to fit in to current trends and styles, but as Rick Owens shows he doesn’t need a current trend to inspire his collections, instead he masterful masterfully creates his own. His inventive use of light and dark fabrics mixed with hard and soft colours is how the brands identity has been formed. Using such a visually stimulating technique has enabled him to connect with his audience enhancing the emotional and inspirational attatchement to the brand.
The new concept could potentially widen the brand from the fashion sector into the beauty sector where there are many other expansion opportunities such as nail polishes and perfumes to be explored. By creating an extension of the brand into beauty with the right branding and advertising could potentially broaden the consumer interest. Meaning consumers who are unfamiliar with Rick Owens’ clothing ranges could be popularised in this way. The potential to bring his consumers a new product that has been carefully created to cater their needs is something that a lot of beauty brands don’t seem to consider a necessity. This would be the meaning behind the creation of the products.
If the consumer is happy, so is Rick Owens.
New Concept: 909 words
Dark mysterious tones, colliding with structured cuts, alongside luxurious fabrics, is Rick Owens.
SHADOWS
Page 6
Influences
Owens’ designs cleverly combine both strong masculine and soft feminine elements. By bringing the two together as an occurring theme throughout his work has been described as ‘‘glunge’ captured from the words glamour and grunge. “I’d describe my work as Frankenstein and Garbo, falling in love in a leather bar” (Madrid, Elle, 2012) Says Owens. It is hard for many to understand the way Owens has cleverly created a dark mystic element to such simplistic designs. Never the less his approach of bringing such happiness to the darkness of distressed le leather and denim will never go unnoticed.
Page 15
Women find it especially hard to find the right shade of red lipstick that compliments their skin tone. This would be the issue to be addressed and resolved. Each and every one of us have different skin pigmentation. In turn by carefully selecting a number of shades it would be possible with research to su suggest which skin types are most common. Also by asking our consumer of their own makeup needs it may be possible to address their current cosmetic issues and resolve them with the brands new products.
From this idea the brand could potentially broaden in other areas using red as its signature colour. Such as an ad campaign for the new product range which is something the brand has not yet done. This mock up range of lipsticks consists of 10 different shades the difference between shades is hardly noticeable, but this is the enti entire point of the product. You wouldn’t buy foundation that wouldn’t compliment your skin. You wouldn’t buy an outfit that’s not going to compliment your figure. So why buy lipstick that doesn’t compliment your lips? It can be seen that brands such as Yves Saint Laurent, Louis Vuitton, Dior and Calvin Klein, are all credible clothing brands as well as cosmetic brands. Therefore ensuring the brand name is clearly visible on the product would be ideal to create a bold statement that Rick Owens is a credible brand that wants to expand and appeal to a wider range of consumers.
...
Page 8
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Page 13
tirely n e o s l and a 013). g n i in 2 nterta Christina, e , l a tion le y, “Emo le.” (Bink ab wear
Perceptual map
His unforgettable catwalk show from Paris Fashion week 2013 was described by Harper’s Bazaar as “The show everyone’s talking about” (Karmali, Sarah, 2013). Using real women of different shapes, sizes, and racial backgrounds rather than the typical stick thin young robotic models was a real change to the normality of catwalk shows. The show stopping stomp dance with loud theatrical music enabled a platform for women to express anger and emotion resulting in a breath taking performance. It was the way Rick could convey the real struggle women are have with racial and feminine controversy going on in areas of the Rickthroughout Owens is aalso verydisplayed independent brand strength in the sense that its competitors have a world. The designs a meaning different approach of to advertisement andusetrending styles. As shown in this perceptual by the structure and masculinity asymmetric cuts, of leathmap all designers stand for er and feminine gathers for depth.are Bybrands using that the catwalk to luxury addressand quality. Rick Owens is not onlyparticularly luxurious quality but for is also morework affordable this issue has been beneficial Owens’ and than most designers of its kind. Saint for example with their Winter 2013 collection, very press release. It Taking was oneYves of the mostLaurent influential and inspirational similar to Owens’ with the use of dark fabrics wand glamorous edge, yet priced catwalk shows of all time. much higher and similar items would be available to buy on the high street.. Nothing compa compares to the original styles of Rick Owens. The complexity and great craftsmanship that goes into his work is what makes the brand so credible. And with many brands today is such a rarity.
Brand Analysis: 1015 words
Page 9
Page 8
Page 13
Page 12
l entire o s l a g and 2013). n i n i , ta enter Christina , l a n , tio le y “Emo le.” (Bink ab wear
y
Perceptual map
His unforgettable catwalk show from Paris Fashion week 2013 was described by Harper’s Bazaar as “The show everyone’s talking about” (Karmali, Sarah, 2013). Using real women of different shapes, sizes, and racial backgrounds rather than the typical stick thin young robotic models was a real change to the normality of catwalk shows. The show stopping stomp dance with loud theatrical music enabled a platform for women to express anger and emotion resulting in a breath taking performance. It was the way Rick could convey the real struggle women are have with racial and feminine controversy going on in areas of the Rick Owens is a very in the sense that its competitors have a world. The designs throughout alsoindependent displayed a brand meaning strength different to of advertisement styles. As shown in this perceptual by the structure and approach masculinity asymmetricand cuts,trending use of leathmap gathers all designers are brands thatthestand for luxury and quality. Rick Owens is not er and feminine for depth. By using catwalk to address quality but is also more affordable this issue hasonly beenluxurious particularly beneficial for Owens’ work andthan most designers of its kind. YvesofSaint Laurent for example with their Winter 2013 collection, very press release. Taking It was one the most influential and inspirational similar Owens’ with the use of dark fabrics wand glamorous edge, yet priced catwalk shows of alltotime. much higher and similar items would be available to buy on the high street.. compares to the original styles of Rick Owens. The complexity and great Nothing compa craftsmanship that goes into his work is what makes the brand so credible. And with many brands today is such a rarity.
Brand Analysis: 1015 words
Page 9
Page 6
Influences
Owens’ designs cleverly combine both strong masculine and soft feminine elements. By bringing the two together as an occurring theme throughout his work has been described as ‘‘glunge’ captured from the words glamour and grunge. “I’d describe my work as Frankenstein and Garbo, falling in love in a leather bar” (Madrid, Elle, 2012) Says Owens. It is hard for many to understand the way Owens has cleverly created a dark mystic element to such simplistic designs. Never the less his approach of bringing such happiness to the darkness of distressed le leather and denim will never go unnoticed.
Page 15
Women find it especially hard to find the right shade of red lipstick that compliments their skin tone. This would be the issue to be addressed and resolved. Each and every one of us have different skin pigmentation. In turn by carefully selecting a number of shades it would be possible with research to su suggest which skin types are most common. Also by asking our consumer of their own makeup needs it may be possible to address their current cosmetic issues and resolve them with the brands new products.
From this idea the brand could potentially broaden in other areas using red as its signature colour. Such as an ad campaign for the new product range which is something the brand has not yet done. This mock up range of lipsticks consists of 10 different shades the difference between shades is hardly noticeable, but this is the enti entire point of the product. You wouldn’t buy foundation that wouldn’t compliment your skin. You wouldn’t buy an outfit that’s not going to compliment your figure. So why buy lipstick that doesn’t compliment your lips? It can be seen that brands such as Yves Saint Laurent, Louis Vuitton, Dior and Calvin Klein, are all credible clothing brands as well as cosmetic brands. Therefore ensuring the brand name is clearly visible on the product would be ideal to create a bold statement that Rick Owens is a credible brand that wants to expand and appeal to a wider range of consumers.
...
Page 16
Page 5 Page 17
Page 4
T
he brand was founded in 1994 when Owens’ collection was gratefully bought up by L.A retailer Charles Gallay who progressed Owens’ work. Which later featured in high end department stores such as Maxfield, Henri Bendal, and Barneys New York by 2000 (Vogue, 2007). Owens then left L.A and moved to Paris in 2002 selling his labels to different types of potential consumers. Soon after Kate Moss was featured wearing one of Owens’ signature leather jackets in Vogue Paris (Michael, Souzan, 2011). From this he gained further recognition of his work and had interest from American Vogue’s Anna Wintour, who went on to sponsor his first runway show in New York. (Frankel, Susannah, 2011). In just 19 years these main factors have all been great leading contributions to Owens’ brand success and credibility.
SHADOWS
It
is a brand that stands for nothing less than quality and individuality. Many brands create a false exterior to fit in to current trends and styles, but as Rick Owens shows he doesn’t need a current trend to inspire his collections, instead he masterful masterfully creates his own. His inventive use of light and dark fabrics mixed with hard and soft colours is how the brands identity has been formed. Using such a visually stimulating technique has enabled him to connect with his audience enhancing the emotional and inspirational attatchement to the brand.
The new concept could potentially widen the brand from the fashion sector into the beauty sector where there are many other expansion opportunities such as nail polishes and perfumes to be explored. By creating an extension of the brand into beauty with the right branding and advertising could potentially broaden the consumer interest. Meaning consumers who are unfamiliar with Rick Owens’ clothing ranges could be popularised in this way. The potential to bring his consumers a new product that has been carefully created to cater their needs is something that a lot of beauty brands don’t seem to consider a necessity. This would be the meaning behind the creation of the products.
If the consumer is happy, so is RickSHADOWS Owens.
New Concept: 909 words
Dark mysterious tones, colliding with structured cuts, alongside luxurious fabrics, is Rick Owens.
Page 18 2
Text References
Page19 3 Page
Bibliography
(Vogue, 2007), (Michael, Souzan, 2011), (Frankel, Susannah, 2011), (Guzman, Jimmy, 2013), (Madrid, Elle, 2012), (Lipke, David, 2013), (Karmali, Sarah, 2013), (Mower, Sarah, 2009),(Binkley, Christina, 2013)
ContentImage References
(In order of appearance) Front & back page. Models present creations by US designer, available at - At: URL: http://www.gettyimages.co.uk/de-
Perceptual Map: 12
Mood Board: 10-11
Acheivments: 13
tail/news-photo/models-present-creations-by-us-designer-rick-owens-during-news-photo/109887633 Page 2. ThePortrait, Brand,available Past & Present: Rick Owens at URL:3-4 http://vk.com/owenscorp Rick Owens 2012 spring/summer collection, available at URL: http://hypebeast.com/2011/6/rick-owens-2012-springsummer-collection Rick Owens, Rick Owens, Womens, Spring/Summer at URL: Rick 2014, Owensavailable Overview: 5 http://le-21eme.com/rick-owens-springsummer-2014-paris-22/ Black and white,Eiffel tower,Europe,Paris,Photography,Window, available at URL: http://www.picship.com/pic-66070.html Models present creations by US designer, available at URL: http://www.gettyimages.co.uk/detail/news-photo/models-present-creations-by-us-designer-rick-owens-during-news-photo/109887633 Page 4 & 5 Paris Fashion Week:at8URL: http://chopshopnat.blogspot.co.uk/2011/01/making-of-low-poInfluences: 6-7 Black leather texture, available ly.html Rick Owens Portrait by Andreas Sjodin, available at URL: http://catwalkyourself.com/fashion-biographies/rick-owens/ Page 6 & 7 Catwalk, Women, Codie Young, Maja Salamon, Santa Urbane, Steffi Soede, available at URL: http://le-21eme.com/rick-owens-springsummer-2013-paris-2/ Iggy pop, blah, blah, blah album, available at URL: http://coolalbumreview.com/?cat=66 Alice cooper, bed of nails/I’m your gun, available at URL: http://www.cdandlp.com/item/2/0-110407-0-3-0/115480951/alice-cooper-bed-of-nails-i'm-your-gun.html Page 8 & 9 rick Owens at Paris fashion week sping/summer 2014, available at URL: http://www.superiCollaboration: 9 or-mag.com/web/online-magazine-paris-fashion-week-spring-summer-2014-review/ Adidad AG Logo, available at URL: http://logos.wikia.com/wiki/Adidas Upcoming Rick Owens x adidas colorways, available at URL: http://theshoegame.com/articles/tag/adidas-rick-owens-shoes Page 13 & 14 Rick Owens Furniture @ Sebastian + Barquet Gallery London, available at URL: http://hypebeast.com/2009/9/rick-owens-furniture-sebastian-barquet-gallery-london Rick Owens and Michele Lamy, available ay URL: http://totokaelo.com/blog/2012/Rick-Owens-and-Michele-Lamy The Bright Idea: 14-17 catwalk, Models present creations by US designer, available at URL: http://www.gettyimages.co.uk/detail/news-photo/models-present-creations-by-us-designer-rick-owens-during-news-photo/109887633 models' wind-swept hair, available at URL: http://www.wallpaper.com/fashion/fashionweeks/2013/aw/womens/paris#77121
Online Discussion Forum/Blog Vogue, (2007), Rick Owens Weeps, Balmain Flashes, Balenciaga Runs (OnStyle Notebook), available at URL: http://blogs.wsj.com/speakeasy/2013/09/26/rick-owens-weeps-balmain-flashes-balenciaga-runs/. Date last accessed – 16/01/2014 Michael, Souzan, (2011), From Exploding Bomb Handbags to Horned Headbands, available at URL: http://www.trendhunter.com/slideshow/rick-owens-outfits Date last accessed – 22/01/2014 Frankel, Susannah, (2011), Rick Owens: The prince of dark design, available at URL: http://www.independent.co.uk/life-style/fashion/features/rick-owens-the-prince-of-dark-design-2250838.html Date last accessed – 16/01/2014
The
Guzman, Jimmy, (2013), Rick Owens plans to open new nightclub in London, available at URL: http://www.examiner.com/article/rick-owens-to-open-new-nightclub-london fashion industry is such a competitive world, where uncountable Date last accessed – 22/01/2014
brand names and designer labels are consistently battling against each other to be in their field. So what makes a brand standatout above any other? Madrid, the Elle,best (2012), “THE BIBLE OF FASHION ", available URL: http://www.societyMost importantly why are these methods so effective toast.com/2012/01/the-bible-of-fashion-elle-madrid/ Date last accessed – 22/01/2014
...
Lipke, David, (2013), Rick Owens Collaborates With Adidas, available at URL: http://www.wwd.com/markets-news/intimates-activewear/owens-goes-running-with-adidas-6983364http://www.wwd.com/markets-news/intimates-activewear/ owens-goes-running-with-adidas-6983364 Date last accessed – 16/01/2014 Karmali, Sarah, (2013), THE SHOW WE'RE ALL TALKING ABOUT, available at URL: http://www.harpersbazaar.co.uk/latest-news/rick-owens-paris-fashion-week-show-dancing-video Date last accessed – 22/01/2014 Mower, Sarah, (2009), Le freak, c'est chic, available at URL: http://www.theguardian.com/lifeandstyle/2009/may/10/fashion-designer-rick-owens Date last accessed – 16/01/2014 Binkley, Christina, (2013), Rick Owens Weeps, Balmain Flashes, Balenciaga Runs (OnStyle Notebook), available at URL: http://blogs.wsj.com/speakeasy/2013/09/26/rick-owens-weeps-balmain-flashes-balenciaga-runs/ Date last accessed – 16/01/2014
Brand-Zine. FCP. Dale Hodgson. N0516948. FASH10105: Visual Awareness Half Year 1.